Caltex Launches Major Marketing Strategy with New Brand Ambassador Ling-Oam
Caltex invests 110 million baht to enhance its market presence targeting the younger generation and women consumers.
Caltex has announced its marketing strategy for 2025, introducing a comprehensive approach dubbed "BRANDFORMANCE".
The strategy will focus on five main pillars and involve a total marketing budget of over 200 million baht, which includes a special advertising budget of 110 million baht.
This marketing initiative is marked by the appointment of Ling-Oam as the new brand ambassador, aimed at strengthening the brand and expanding its customer base to include the 'New Gen' and 'Women Power'.
Menephan Thanypaisith, Chief Marketing Officer of Star Fuels Marketing Co., Ltd. (SFL) — a subsidiary of Star Petroleum Refining Public Company Limited (SPRC) — outlined the initiatives for Caltex's fuel marketing strategy.
The brand aims to enhance customer recall and connect its branding with seamless marketing effectiveness.
The first pillar focuses on creating brand value through the promotion of Caltex's quality fuel products, notably Caltex with Techron, which is designed to keep engines clean and functioning at peak performance.
A new advertisement promotes the slogan "The Real Deal, Going Further" with a significant message that emphasizes fuel efficiency, allowing vehicles to go up to 42 kilometers further per tank.
The strategy also seeks to engage more effectively with new groups of consumers, specifically the 'New Gen' who prioritize innovation and value, alongside 'Women Power' which recognizes the increasing influence of women in purchasing decisions.
As part of this digital-first strategy, Caltex plans to enhance customer experiences through a new digital membership card and mobile application, targeting the addition of over 2 million new members by the end of the year.
The new mobile app will serve as a hub for customer loyalty programs, enabling users to accumulate points, redeem rewards, and access discounts at Caltex service stations, as well as promotions with partner financial institutions.
Caltex also plans to continue offering strong promotions each quarter to drive actual usage.
These Hyper-Personalized Promotions will feature campaigns tailored to different customer needs throughout 2025, including exclusive offerings for new service stations and premium grade fuel options.
Additionally, strategic partnerships with leading businesses and financial institutions are being forged to provide consumers with greater convenience.
The introduction of Ling-Oam represents a historic moment for Caltex as she becomes the brand's first female ambassador, reflecting the company's aim to connect with modern consumers and enhance its contemporary brand image.
Menephan stated that Caltex is committed to adjusting its strategies to maintain a competitive advantage and elevate service standards in tune with contemporary consumer lifestyles, while continuing to assert its leadership in fuel innovation.
The strategy will focus on five main pillars and involve a total marketing budget of over 200 million baht, which includes a special advertising budget of 110 million baht.
This marketing initiative is marked by the appointment of Ling-Oam as the new brand ambassador, aimed at strengthening the brand and expanding its customer base to include the 'New Gen' and 'Women Power'.
Menephan Thanypaisith, Chief Marketing Officer of Star Fuels Marketing Co., Ltd. (SFL) — a subsidiary of Star Petroleum Refining Public Company Limited (SPRC) — outlined the initiatives for Caltex's fuel marketing strategy.
The brand aims to enhance customer recall and connect its branding with seamless marketing effectiveness.
The first pillar focuses on creating brand value through the promotion of Caltex's quality fuel products, notably Caltex with Techron, which is designed to keep engines clean and functioning at peak performance.
A new advertisement promotes the slogan "The Real Deal, Going Further" with a significant message that emphasizes fuel efficiency, allowing vehicles to go up to 42 kilometers further per tank.
The strategy also seeks to engage more effectively with new groups of consumers, specifically the 'New Gen' who prioritize innovation and value, alongside 'Women Power' which recognizes the increasing influence of women in purchasing decisions.
As part of this digital-first strategy, Caltex plans to enhance customer experiences through a new digital membership card and mobile application, targeting the addition of over 2 million new members by the end of the year.
The new mobile app will serve as a hub for customer loyalty programs, enabling users to accumulate points, redeem rewards, and access discounts at Caltex service stations, as well as promotions with partner financial institutions.
Caltex also plans to continue offering strong promotions each quarter to drive actual usage.
These Hyper-Personalized Promotions will feature campaigns tailored to different customer needs throughout 2025, including exclusive offerings for new service stations and premium grade fuel options.
Additionally, strategic partnerships with leading businesses and financial institutions are being forged to provide consumers with greater convenience.
The introduction of Ling-Oam represents a historic moment for Caltex as she becomes the brand's first female ambassador, reflecting the company's aim to connect with modern consumers and enhance its contemporary brand image.
Menephan stated that Caltex is committed to adjusting its strategies to maintain a competitive advantage and elevate service standards in tune with contemporary consumer lifestyles, while continuing to assert its leadership in fuel innovation.
